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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Implicative Marketing - For a Sustainable Economy (Paperback)
Loot Price: R767
Discovery Miles 7 670
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Implicative Marketing - For a Sustainable Economy (Paperback)
Series: Routledge Focus on Business and Management
Expected to ship within 12 - 19 working days
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This book is a manifesto for responsible marketing. Taking a
critical look at marketing practices of the last 50 years, it
explains why they have led to an ethical stalemate and sometimes
even a business impasse. Exposed to such practices, consumers have
grown tired of meaningless offers coupled with the destruction of
value as prices are driven down. As a result, today's marketing
professionals find themselves in the firing line of a combat
focused on greater social responsibility and environmental
sustainability. Thanks to new ways of understanding consumers and
branding, this book suggests how such a challenge can be met.
Through the presentation of experiences, studies and concrete
cases, the reader gains a tangible, fresh perspective on marketing:
a new global, responsible, creative and collaborative model that
helps respect sustainable consumption. Implicative Marketing
presents a paradigm shift, one that will be of considerable
interest not just to academics and their students, but also to
marketing practitioners.
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